Global: Marriott Bonvoy has released new research revealing that British travellers are planning to take more holidays in 2026, with artificial intelligence, passion-led travel and “lux-scaping” emerging as defining trends for the year ahead.
The findings, published in Marriott Bonvoy’s 2026 Ticket to Travel Report, are based on research conducted by Mortar among more than 22,000 adults across 11 regional markets.
According to the report, 79 per cent of travellers plan to take the same number or more holidays in 2026 compared to 2025, averaging five trips, two domestic, two short-haul and one long-haul.
Artificial intelligence is now central to trip planning, with half of travellers saying they have already used AI to plan or research a holiday. Uptake is strongest among younger generations, though older groups are increasingly open to digital tools for trip organisation.
Half of respondents said they would feel comfortable booking accommodation through an AI platform in future, signalling growing confidence in automated recommendations and personalised travel experiences.
A standout trend in the report is “lux-scaping”, when travellers book a luxury hotel or spa experience at the beginning or end of a trip. Sixty per cent said they have done this before, with one in five doing so in the past year.
Meanwhile, 68 per cent of travellers have taken a trip built around a personal passion such as music, sport or cultural events, a trend especially popular among Gen Z and millennials.
More than half of travellers plan to visit multiple countries in one trip next year, a trend led by 25–34-year-olds. All-inclusive holidays are now the most sought-after trip type in the region, ahead of both city and resort breaks.
Sustainability also remains key: 73 per cent of respondents consider the environmental impact of their holidays, and one in three research the sustainability credentials of their accommodation before booking.
Andrew Watson, chief commercial officer for Marriott International in EMEA, said “What’s particularly striking is how deeply AI has embedded itself into the travel experience. More than half of travellers in EMEA have already used AI to plan or research holidays, and 50 per cent say they’re open to using it to book accommodation in the future.”
He added that “‘lux-scaping’ represents a smart, budget-conscious way for travellers to access luxury experiences”, while passion-led and multi-country travel continue to grow in popularity.
Based on Marriott Bonvoy booking data, the top trending destinations for 2026 include Oslo [Norway], Algiers [Algeria], Muscat [Oman], Split and Zagreb [Croatia], and Copenhagen [Denmark].
Highlights:
79% of travellers across EMEA plan to take more or the same number of holidays in 2026.
50% have used AI to plan or research trips — up from 41% last year.
“Lux-scaping” short luxury stays at the start or end of a trip identified as a key trend.
68% have taken passion-led trips tied to music, sport or culture.
Country-hopping and all-inclusive travel are gaining traction.
73% consider sustainability when booking.
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